chipotle

a strategy packet

adpr283 strategic development

COLLEGE OF JOURNALISM & MASS COMMUNICATIONS, UNIVERSITY OF NEBRASKA-LINCOLN

the ask

As a team, we were tasked to choose a fast-casual company and present a rebranding strategy. Our fast-casual company of choice, Chipotle, has been put in a bind and wants to move forward in an interesting new direction. It is our task to decide what direction we would like Chipotle to move forward in. We could pick lots of things: would we want to build awareness? Increase loyalty? Focus on an untouched market? Reinforce existing views? Turn everything upside down?

the answer

Based on 503 consumer surveys, 15 interviews, background research, and analysis, we were able to identify insights and problems Chipotle faces. From the collected data, the key problem we found was that our target market-- college-aged adults living an active and cost-conscious lifestyle -- are becoming more concerned with health and quality of food, yet are not willing to sacrifice the associated costs. We found this to be more prevalent than other underlying problems such as prior E. coli breakouts, lack of internet presence, and a negative stigma within the agricultural community. To address this problem, we chose a strategy that focuses on the idea of satisfaction by emphasizing areas of importance among consumers we found–portion size, health, quality, and price. We want to change the way people think about and eat fast food. To do this, we propose the use of physical advertisements (bus and billboard ads) and social media platforms (Snapchat, Facebook, and Twitter), which were found to be the most effective in our target market.

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